Tanja Šincek is an eCommerce advisor and the owner of Webroom Agency, specializing in launching online businesses, creating eCommerce solutions, and optimizing sales. She has successfully completed over 300 webshop and digital projects, helping numerous brands build, develop, and scale their online operations. As a mentor and educator, she supports companies and entrepreneurs in growth through sales strategies, digital marketing, and AI tools.
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A Black Friday launch is definitely not “just another typical launch.” If you think it’s just an opportunity to get rid of stock through cheap sales, you’re mistaken. This is an opportunity to sell more, but without complications and stress, and of course, if you know what and how to do it.
Really, this is your golden opportunity to sell more and reach a new audience – and it’s crucial to say this without complications, stress, and exhausting haggling. However, this only happens if you know what and how to do it.
Let’s go through the most critical steps together and my “insider” tips that will help you make the most of Black Friday wisely and achieve results people will talk about. Trust me, with a good plan, forget about stress.
Why is Black Friday completely different from a regular launch?
While a classic launch is built slowly, piece by piece, with plenty of storytelling, case studies, and expectation-building, it’s a marathon. Black Friday, on the other hand, is a sprint – and a spectacular one at that! It is short, extremely intense, and can be explosive in results.
At that moment, your audience does not want lengthy persuasion; they are looking for immediate concrete value. The goal is to offer something that is truly a must-have, something that triggers that “Aha!” moment, but in a strictly limited time. And most importantly, we must do this without creating confusion around prices and a thousand offers.
So how do you come up with an offer that no one, absolutely no one, will be able to refuse?
Whether you are selling online courses, physical products, or digital tools, the essence is the same: create a sense of ‘I need this now or never’.
Here are my favorite strategies that always work:
- Combine products or services into irresistible bundles because you are not just selling A and B; you are selling the “Premium Autumn Starter Package,” which includes A + B + C at a great price.
Example for the Fashion industry: Instead of offering a discount on a single handbag, create a “Weekend Outfit Package” that includes a bag, scarf, and a pair of matching earrings at a price lower than the sum of individual prices.
- Add irresistible and relevant bonuses (this is my favorite). Make the bonuses so valuable that they feel like a gift. Make them available only on Black Friday. Example for the Beauty industry: Offer a “Winter Detox Set” that includes a popular serum, night cream, and mask, encouraging customers to engage in the entire routine rather than just purchasing a single product.
- Offer a “Rare Item”—something that is usually NOT available regularly, as customers greatly appreciate exclusivity. Create something special, a limited edition, available only during these 72 hours. This creates a sense of additional, elusive value.
Example for a digital product: Instead of a monthly subscription, offer an ‘Annual License + 3 Premium Templates’ at a price that is usually meant for just 9 months.
Key rule: Your offer must clearly show the customer why NOW is the right, only moment to buy.
Discounts? We can do without them!
Everyone thinks that Black Friday must mean large discounts. I tell you: it is not the only, and often not the best, path to success. Excessive price reductions cut into profit and undermine the value of your brand. Be smart so you don’t make a mistake.
What to do then?
- Instead of giving a discount, offer VALUE as a gift. The advice is to focus on increasing value rather than lowering the price. Provide a discount equivalent to the original value, while maintaining the original price.
- Create exclusive versions: Offer a better, “deluxe” or “premium” version of your product/service, available only that weekend at the regular version’s price.
- Smart bundle combinations: Arrange packages that significantly increase perceived value, rather than necessarily lowering the price. Example: A €100 product + €50 bonus = €150 value for a €100 price. You still remain profitable!
Professional advice: If you are offering discounts, make them deeper, but limit them to a select set of products. Ensure that you do not operate below the profitable threshold.
How not to confuse customers with too many choices?
Less is often more, if it is clear. In the Black Friday frenzy, speed of purchase is crucial. If you offer multiple products or services, you need to arrange them clearly and simply.
- Highlight 1-3 main stars of your sale and choose one main product/package that you know will sell. Focus all your communication on it.
- Offer logical upgrades, such as if the customer wants more, offer them a “Premium” upgrade immediately after they purchase the “Basic” package. Use clear and emotional names rather than the “classic” ones like “Package No. 1.”
- Make the names descriptive and straightforward, e.g., “Beginner Kickstart,” “All-in Pro Package,” or “Evening Outfit.”
In this way, you make it easier for customers to decide (eliminating ‘choice paralysis’) and dramatically speed up the buying process.
We stick to a proven schedule
The proper schedule is 50% of success. Here’s how I plan profitable Black Friday launches with my clients:
- The preparation phase (2 weeks prior): Start with secret announcements. Create a landing page, collect emails, and gradually build anticipation (without revealing details).
- Warm-up phase (3-5 days before): Begin sharing small, cryptic details about the offer. Launch contests, surveys, and live streams. This creates positive energy.
- The sales phase begins on the BF weekend and requires a clear, fast, and explosive sale. Be available for support. All information (links, prices, bonuses) must be within reach.
- This is a mistake everyone “forgets,” so don’t you. We have a post-sale phase, the Cyber Monday. Continue communicating with customers by sending them a thank-you for their purchase and offering a “Last Chance” to those who missed out. Analyze: What went great? What will we change next year?
Don’t be late with preparations! November has started, and your audience is already thinking about shopping.
How to effectively warm up the audience (and create ‘hype’)?
‘Cold’ audiences don’t buy. Your offer needs to ‘nudge’ them.
Here’s what you can do:
- Post fun, sometimes humorous posts, Reels, and stories with themes like ‘What should I buy for BF?’ or ‘What do you need for…’. Be authentic.
- Don’t just send a single announcement via newsletter. Send a series that tells a story, removes doubts, and logically guides your audience to the purchase button.
- Include a live session because there’s no better way to remove uncertainties and create a personal connection. Go live, discuss your offer, and address any questions. People buy from people they trust.”
What to prepare in advance (so nothing catches you off guard)?
Organization is half the battle, trust me.
- Analyze past BF campaigns to see what brought you the most revenue and the least stress last year. Focus on that and work smarter this year.
- Prepare all marketing materials in advance and have them ready in draft form.
- Check all links, pages, webshop, payment processes, and communication channels (chat, email support). There’s no room for mistakes now!
- Set S.M.A.R.T. goals: What exact number do you want to achieve in sales and profit? Let this guide you.
There are no secrets here, my friends—just a good, innovative, and worry-free approach. This is how a Black Friday launch can become a brilliant, profitable growth opportunity without requiring excessive effort and stress.
Good luck with your preparations!”
